Curriculum vitae
Brett Sangster
Curriculum Vitae – Brett Sangster
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Summary information
Name:
Brett Sangster
Contact details:
Address:
Home phone:
Mobile:
E-mail:
118 Trelissick Crescent
Ngaio
Wellington 6035
04 971 1196
022 198 5043
brett.sangster@gmail.com
Academic qualifications:
Bachelor of Agricultural Science (Marketing), Massey University 1979
Career summary:
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Self-employed business & marketing communications consultant – Sangster
Communication Plus Limited & also Engagementworks Limited
(September 2012 to current)
Communications Manager, Greater Wellington Regional Council
(February 2007 to September 2012)
Director Corporate Communications, Ministry of Agriculture and Forestry
(July 2002 to February 2007)
Self-employed business & marketing communications consultant – Sangster
Consulting Group (From April 1998 to July 2002)
Corporate Communications Manager, Housing New Zealand Ltd (now Housing
New Zealand Corporation) (March 1996 to April 1998)
Communications Manager, Coal Corporation of NZ Ltd (now Solid Energy New
Zealand Ltd) (April 1994 to March 1996)
Communications Manager, New Zealand Meat Producers Board (now Beef+Lamb
New Zealand) (1986-94)
Public Relations Officer, New Zealand Meat Producers Board (1984-86)
Manager, Auckland Mailing Service (1982-84)
Feature writer, New Zealand Farmer magazine (1979-82)
Curriculum Vitae – Brett Sangster
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Summary of key skills
Strategic planning & implementation
Strategically developing action plans and then delivering and monitoring the delivery and
effectiveness of these strategies.
Change initiation
Identifying and promoting the organisation’s vision and values. Eliciting an emotional
response from people. Seeking continuous pursuit of excellence.
Ideas generation & promotion
Visualising and developing key messages and primary concepts, then packaging these for
communication to the relevant audiences.
Synthesis
Examining a range of facts, opinions, perceptions (positive and negative) and making sense
of them. Seeking alignment. From this stating simply and concisely what needs to be done.
Decision making
Making decisions that need to be made, in the organisation’s best interests, under pressure.
Good instincts for what is right and appropriate, even in ambiguous situations.
High energy levels
Enjoys creating and contributing to a positive fun environment in which to work.
Consultative approach
Hearing what people want and, where possible, creating a framework that allows it to
happen. Empowering and supporting people to do what they believe needs to be done.
Proven management skills
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Excellent verbal and written communications
Crisis and emergency management communications
Financial management & budgeting
Staff management
Project and event management
Computer skills (Word, Excel, web browsers & associated cloud applications, web
analytics tools, social media)
Curriculum Vitae – Brett Sangster
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Career experience and achievements
Sangster Communication Plus Limited (September 2012 to current)
Creative Director
Sangster Communication Plus Limited is a multi-faceted agency that works across the full
suite of public relations, communication, marketing communication, community
engagement and emergency management/crisis communications. Other services include
training, coaching and mentoring for communication professionals.
While Sangster Communications Plus is a single operator business, Brett can draw on
experienced and highly talented communicators and other professionals, enabling him to
assemble project teams that can deliver outstanding results for clients.
Client list:
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CityLink Limited
In Gear Global Limited
Ministry of Justice
New Zealand Society of Anaesthetists Incorporated
Sport New Zealand
Stakeholders in Methyl Bromide Reduction Incorporated (STIMBR)
TeamTalk Limited
Victoria University
Engagementworks Limited (March 2013 to current)
Director
Engagementworks’ mission is through training and support, to enable organisations to have
the knowledge and skills to connect effectively with their communities and stakeholders in
an environment of inclusiveness grounded on mutual understanding and respect.
From June 2013 Engagementworks will launch a series of training workshops aimed at
community engagement practitioners and senior managers responsible for oversight of
engagement activities in their organisation.
Client list:
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Ministry for Culture & Heritage
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Greater Wellington Regional Council
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Hawke’s Bay Regional Council
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Taranaki Regional Council
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Waipa District Council
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South Waikato Regional Council
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Western Bay of Plenty District Council
Curriculum Vitae – Brett Sangster
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Greater Wellington Regional Council (February 2007 to September 2012)
Communications Manager
Greater Wellington Regional Council operates principally under the provisions of the Local
Government Act and the Resource Management Act. Its region includes eight territorial
authorities (Kapiti Coast District, Porirua City, Masterton District, Carterton District, South
Wairarapa District, Upper Hutt City, Hutt City and Wellington City).
The Council is responsible for economic development initiatives throughout the region;
water supply for the four cities; river management and flood protection; public transport by
road, rail and ferries; erosion control; biodiversity; control of pest plants and animals;
regional parks; environmental monitoring and consenting; sustainable transport; and Civil
Defence Emergency Management duties.
Responsibilities
This position was one of five reporting to the Group Manager Strategy and Communication.
The role was based in Greater Wellington’s corporate office in central Wellington.
Eight positions report to the Communications Manager. These roles are responsible for
managing media interactions, publications design and production, web functionality,
usability and standards compliance, social networking media, special events and internal
communications support services. The role also managed a budget of $1.2 million.
Achievements
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Developing a community engagement strategy and associated resources toolbox for
the organisation,
Streamlining the production of printed materials, reducing the number and cost of
these,
Enhancing the standards of design and production of the organisation’s printed
materials to ensure good user acceptance,
Redeveloping the organisation’s external web site (on two occasions) taking note of
generally accepted internet good practice and user feedback
Redeveloping the organisation’s intranet, making a dull and boring information
repository a valued and highly used business tool,
Building strong relationships with regional media outlets, particularly community
newspapers,
Implementing a community engagement strategy and an internal cross-departmental
“virtual team” to manage that,
Implementing a regular programme of market research to review awareness and
understanding of Greater Wellington and the services it provides.
Curriculum Vitae – Brett Sangster
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Ministry of Agriculture and Forestry (July 2002 to February 2007)
Director Corporate Communications
This position was based in MAF’s corporate office in Wellington, was a member of MAF’s
Executive Board reporting to the Director-General (for strategic matters) and to the Deputy
Director-General (for pay and rations).
MAF was a complex and diverse Ministry reporting to five Cabinet Ministers (Agriculture,
Forestry, Rural Affairs, Biosecurity and Food Safety) and employing 1,600 people based
throughout New Zealand.
Responsibilities
Issues management was an essential element of MAF’s communications, with the Ministry
at the forefront of major public issues such as the Waiheke Island foot and mouth disease
hoax, Didymo, painted apple moth and Asian gypsy moth, varroa bee mite, geneticallymodified sweet corn, live sheep exports, Hilary Swank and “the Mayfield panther”. The
Ministry also took a lead with the Government’s border control efforts and other crossagency initiatives such as SARS and Avian Influenza.
The position managed a team of 16 people and an annual budget of $1.1 million. The
Director Corporate Communications had direct control over the communications budget
components of MAF’s various pest management programmes and emergency responses.
Achievements
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Developing an emergency management communications strategy and associated
resources that was used by both the Ministry and its associated Food Safety Authority,
Developing a comprehensive system of standards and guidelines for managing
communications around pest incursion,
Developing the web site for Biosecurity New Zealand (a business unit within MAF),
Managing MAF’s display stand, attendance roster and associated resources for the
annual Mystery Creek farmer Fieldays,
Tidying up and developing identity standards for MAF’s corporate brand and strapline
“Enhancing New Zealand’s natural advantage”,
Managing media relationships throughout New Zealand and, occasionally,
internationally
Sangster Consulting Group (April 1998 to July 2002)
As a self-employed consultant, Brett provided a full range of corporate communications and
marketing services to a range of primarily Wellington-based businesses.
Services covered the full spectrum from strategic planning to task implementation, for small
and large assignments for a range of organisations from large corporates to small business
start-ups.
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Clients included:
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Solid Energy New Zealand Ltd (corporate communications services),
Housing New Zealand Corporation (corporate communications and business
consultancy services),
Gibson Rusden Ltd (also a strategic business partner),
TelferYoung Ltd (rebranding and relaunch),
ThorWorld (IT business start-up and new products launch),
NZ Police (Highway Patrol car launch, together with Gibson Rusden),
AC15Yachts (new business start-up),
NEXT Yachts Ltd (new business start-up),
Telecom NZ Ltd’s Year 2000 Programme Office (Y2K communications for business
customers),
NZ Post Ltd (strategic advice on this organisation’s statutory publications),
NZ Association of Optometrists (communications services and quality assurance
strategy and documentation), and
South Wellington Intermediate School (development of a marketing and
communications plan to boost roll growth).
Housing New Zealand Ltd (1996 to 1998)
Corporate Communications Manager
This position was based in Housing New Zealand’s corporate office in Wellington. Housing
New Zealand Ltd was a Crown company established under the Housing Restructuring Act of
1992 to facilitate access to housing for low-income people. It was New Zealand’s largest
rental housing provider, owning about 67,000 standard rental units. Housing New Zealand
was New Zealand’s fourth-largest company by asset value and 32nd-largest by turnover.
Responsibilities
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A direct report to the Chief Executive Officer and part of the senior management team.
Developing corporate communications plans.
Managing a team of four people.
Determining and controlling an annual budget of $1.5 million.
Managing the company’s political relationships (particularly with shareholding
Ministers).
Managing all political enquiries.
Managing all media, proactively and reactively.
Ensuring wider levels of understanding in media responses by senior managers.
Assisting the treasury team to develop tools and key messages to meet the needs of
financiers and rating agencies.
Promoting the custodial role of the company’s brand and develop a range of tools to
support this.
Overseeing company marketing procedures and activities.
Encouraging and supporting local marketing initiatives.
Developing a framework for consultation for Area Managers to promote a community
relationships’ network.
Curriculum Vitae – Brett Sangster
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Achievements
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Took the emotion and fear out of responding to things that go wrong.
Created a sensible system for making rational decisions in managing issues.
Part of a team that created significant management re-organisation supporting an
environment allowing locally empowered decision-making.
Improved communications processes between the company and its tenants, creating a
sense of involvement through constant reinforcement of key messages.
Acted as an advocate for customer service programmes in order to minimise bad press
for the business.
Coal Corporation of NZ Ltd (Solid Energy New Zealand Ltd)
(1994 to 1996)
Communications Manager
This position was based in Coal Corporation’s corporate office in Wellington. Coal
Corporation (now called Solid Energy) is a State-Owned Enterprise, is New Zealand’s largest
coal marketing, processing and mining company. About half of its business is in export
markets and this share is growing. It directly employs about 500 people nation-wide, and is a
major contributor to the regional economies where it operates. No staff reported to this
position.
Responsibilities
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To manage and improve Coal Corporation’s public image. This was a combined
corporate and marketing communications role.
Developing the annual corporate and marketing communications plans.
Developing and managing the annual communications budget (about $1 million).
Managing relationships with a range of external service providers, such as PR
consultants, market researchers and an advertising agency.
Providing an internal communications consultancy role.
Managing media relationships and enquiries.
Developing a marketing communications strategy and implementing programmes that
flowed from this.
Achievements
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Developed the strategic direction for and implemented the “Solid Energy” re-imaging
project.
Co-ordinated the official opening of the Strongman 2 Mine.
Added the communications components to disaster drills at Huntly East and Wairaki
Mines
Managed public relations issues arising from a Maori occupation of Coal Corporation
land at Huntly
Involved in workplace reform at major mine sites.
Helped develop the “CoalCare” Management System.
Curriculum Vitae – Brett Sangster
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Co-ordinated the Mount Davy mine development project community liaison
programme.
Revamped the Annual Report, Statement of Corporate Intent, and Interim Report.
Produced a Corporate Profile and other marketing support materials.
Managed major trade fair promotions, particularly the Cepsi Conference in
Christchurch and the bi-annual coal conference.
New Zealand Meat Producers Board (Beef+Lamb New Zealand)
(1984 to 1994)
 Public Relations Officer (1984 to 1986)
 Communications Manager (1986 to 1994)
Both positions were based at the Meat Board’s international headquarters in Wellington.
The Meat Producers Board was a statutory regulatory authority empowered to “maximise
returns to meat producers and to New Zealand”. It was funded by a compulsory levy
collected on all sheep, cattle, goats and horses slaughtered in New Zealand. Its primary focus
was on export market development.
Responsibilities
The communications role was primarily focussed at improving knowledge and awareness in
New Zealand of the Board’s role and function (particularly with sheep and beef farmers), key
issues facing the meat industry, providing market information and intelligence, and
promoting meat consumption-related issues on the New Zealand market. I managed a team
of three people and had reporting lines to the Board’s Chairman and Chief Executive.
Achievements
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Strategic Plan 1993-2000
National referendum of meat producers
Farm Education and Training Association director
Lamb Cuisine Advisory Panel member
Overseas visitor programmes
Auckland Mailing Service (1982 to 1984)
Manager
Based at Auckland Mailing Service’s premises at Pakuranga. Auckland Mailing Service was
then a privately-owned company, employing 20 full-time and 10 part-time staff. Its primary
business was as a bulk mail handing company but it was also involved in providing direct
mail services for various clients. In my time the company grew from employing a staff of six.
NZ Post Ltd now owns this business.
Curriculum Vitae – Brett Sangster
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Responsibilities
My job was to manage the operational aspects of this business. This involved strategic
planning, work scheduling, materials ordering, liaison with suppliers, staff recruitment and
training, equipment maintenance and so on.
Achievements
Most of these were associated with direct mail programmes. The largest of these was coordinating the direct mail aspects of American Express’s Gold Card launch in New Zealand. I
also managed the business’ move to new premises and its staff training programme.
New Zealand Farmer magazine (1979 to 1982)
North Island features’ writer
Located at the magazine’s head office in Auckland. During my time, NZ Farmer was a twicemonthly A4 magazine owned by NZ News Ltd. I reported directly to the editor.
Responsibilities
These involved identifying news stories for the magazine, setting up appointments,
interviewing key people, researching additional information and contributing photographs
for feature articles that I would write. This involved maintaining an active network of
contacts, particularly throughout but also New Zealand-wide.
I was also involved in layout and design of the magazine as well as regularly performing subediting duties.
Achievements
The NZ Farmer occasionally ran information supplements. I researched and wrote several of
these, including: A Guide to Electric Fencing, A Guide to Training a Working Dog, A Guide to
Forest Wood-lot Pruning, A Guide to Farm Computers.
NZ Farmer was a major sponsor of the annual Agriculture Fieldays at Mystery Creek, near
Hamilton. I was involved in organising the magazine’s stand, and the prototype awards
sponsored by the magazine.
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Professional affiliations
1986 to current:
Member, International Association of Business Communicators (IABC)
1997 to 2007:
Member, and President, Sales & Marketing Executives International
(SMEI) New Zealand (Inc)
2013 to current:
Member of the International Association of Public Participation
(IAP2) Australasia
Professional development
2012
International Association of Public Participation (IAP2) community
engagement training
2009
“Greater Managers” training programme for Greater Wellington
managers
1997
IAS Australasia Ltd “Leaders edge” leadership and communication
programme.
1990
NZ Institute of Management “Introduction to general management”
Courses facilitated
I have facilitated training courses for:
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Report writing
Media management skills
Word processing (for beginners to “power” users)
Basic computer skills
Internet standards and usability
Internet content migration and standards compliance
Social networking media.
Personal interests
My wife and I own a 1930s home in Ngaio that we are renovating and landscaping.
We are also keen bikers who enjoy motorcycle touring at every available opportunity.
I’m also passionate about playing my ukuleles.
I am an active computer user both for work and leisure pursuits. I actively use the Internet
for both purposes and can be contacted through my accounts on Skype, Facebook, Twitter
and LinkedIn.
May 2014